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How Cool Brands Stay Hot @ Jobpunt Vlaanderen by Joeri Van den Bergh

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How Cool Brands Stay Hot @ Jobpunt Vlaanderen by Joeri Van den Bergh

  1. 1. The best of our work- How Cool Brands Stay Hot. Branding to Gen Y(Maak je merk cool)- De Conversation manager Why InSites?
  2. 2. STEREOTYPE//Template 1 #1• Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
  3. 3. “The Reflexive Generation” SELFWORK LIFE
  4. 4. 56% has limited internet usage (InSites Consulting).
  5. 5. STEREOTYPE//Template 1 #2• Tekst “They have no respect for authorities and you simply cannot manage them.”
  6. 6. Cool//Template 1• Tekst
  7. 7. STEREOTYPE//Template 1 #3• Tekst “They don’t know company loyalty and don’t want to pay their dues.”
  8. 8. //Template 1• Tekst
  9. 9. Install reverse mentorship where the digital natives& traditional business leaders learn from each other.
  10. 10. 10 Commandments Have Faith in yourself Respect your parents Be honest Take responsibility for your own life Live life to the full and be passionate Keep your promises Work hard to succeed but not to detriment others Be tolerant of other’s differences Be happy & optimistic, even in adversityCreate, don’t destroy (yourself, others, the earth, values) Hans (Mozes) uit Zele, Gen Y’er
  11. 11. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  12. 12. Cool
  13. 13. Cool
  14. 14. //COOL =0.38*Original Cool
  15. 15. //COOL =0.20*Popular Cool
  16. 16. //iBlog, iTweetthereforI AM Real
  17. 17. #146 Cool
  18. 18. Cool
  19. 19. Cool//Template 1• Tekst
  20. 20. Cool //Template 1①Act, don’t tell • Tekst①Innovate and surprise①Friends are the COOL filter
  21. 21. Real//Template 1• Tekst Insert movie Adidas
  22. 22. Real//Template 1• Tekst
  23. 23. //Authenticity forGeneration Y Real
  24. 24. Real
  25. 25. Real//Template 1• Tekst
  26. 26. Client experiences
  27. 27. Stories by your team.
  28. 28. Blogs are ideal.Give your employees the possibility to show the world that they love yourcompany. And by the way, recent research showed that blogging employees aremore loyal and have a higher productivity.
  29. 29. “If you need a social media policy in which you tell employees what they can and cannot do on social media, your HR strategy has failed.” Prof. Dr. Rudy Moenaert Marketing expert
  30. 30. Real
  31. 31. //re-Humanizingmarketing Real
  32. 32. //Template 1• Tekst
  33. 33. How social media could be more social1. Read instead of write2. Ask for feedback (rather than wait)3. People (staff) instead of company
  34. 34. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  35. 35. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  36. 36. Unique//Template 1• Tekst
  37. 37. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  38. 38. Self
  39. 39. Self
  40. 40. Self //Template 1①Don’t offer products, support lifestyles • Tekst①Never use tribes on the outskirts②Vary & combine different passion points
  41. 41. Happy
  42. 42. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorcedSource; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,Romania, Poland, Brazil, India, and China.
  43. 43. Happy//Template 1• Tekst
  44. 44. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorcedSource; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,Romania, Poland, Brazil, India, and China.
  45. 45. Happy
  46. 46. Happy//Template 1• Tekst
  47. 47. Happy//Template 1• Tekst
  48. 48. Happy//Template 1• Tekst Insert movie SAF integrated longer
  49. 49. Happy //Template 1①Deliver gratifications, not just pleasures • Tekst①Don’t use negative emotions①Happiness is the new rebellion
  50. 50. //Template 1• Tekst

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